Electrolux brings Asian food to life

Are you a cooking newbie? Like many homemakers, do you find the layout of your burner cramping your cooking style? How many times have you accidentally burned your fingers on your oven? Do the many buttons on your microwave make the simple chore of heating a TV dinner a headache?

Electrolux, a world leader in home appliances, recently unveiled a new range of kitchen appliances that integrate its unique Scandinavian heritage of world-class design with the functionality sought after by many Asian homemakers. This new range of kitchen appliances includes hobs, hoods, microwave ovens, refrigerators and dishwashers that were painstakingly researched and developed to meet the needs of Asian homemakers.

Commenting during the regional launch campaign of the latest Electrolux kitchen appliances, Electrolux Major Appliances for Southeast Asia president Brad Tribble says, "Electrolux is committed to creating innovative product solutions always with the consumer in mind. A thorough understanding of their needs is at the heart of our design philosophy. Not only are we committed to developing products that are top of the range in terms of form and functionality, we also recognize the importance of efficiency and ease of use to enhance the overall usage experience while consistently helping our consumers take better care of their loved ones. The latest range of kitchen appliances underpins our brand promise in every sense."

"From the refrigerators’ silver carbon filter to the one-touch microwave functionality, each of these new products has been designed to enable our consumers to get the most enjoyment out of preparing meals for their families in what we consider to be the heart of their homes — the kitchen," Tribble adds.

The launch, "Electrolux — Bringing Food to Life," was held at the newly opened Kuala Lumpur Convention Center. Electrolux trade partners and dealers from around Southeast Asia, as well as Electrolux regional executives and members of the media attended the event.

The most innovative item in Electrolux’s range of kitchen appliances is its line of kitchen hobs. Designed with Asian homemakers in mind, the hobs are designed to accommodate woks. Unlike conventional range hobs, the Electrolux hobs are not flat like European and American hobs. Instead, they are sunk to accommodate the rounded bottoms of woks. Likewise, the layout of hobs on its ranges is more spacious than in conventional ranges. Rather than cramping four hobs on one range, the redesigned Electrolux ranges have just three hobs to accommodate the size and shape of woks. It also offers a more spacious working area to give homemakers the space they need while cooking.

In addition to the spacious burner layout, the new hobs also have a smooth and seamless surface to ensure easy cleaning of grime and grease. With just one wipe the hobs are squeaky clean.

The hobs also offer high-intensity burners that let you cook quickly while offering a steady flame. Homemakers have a choice between the two- and three-burner models with either a stainless steel top or a high-end, sleek glass top finish.

Electrolux has also redesigned its line of kitchen hoods taking into account the needs of working homemakers. The new hoods have been re-configured to have smaller, removable cassette filter panels to make their dismantling, cleaning, and re-assembling easier. The new hoods also have an automatic alert system to remind homemakers that they need to be cleaned.

Apart from ease of use, the new hoods come with strong and intensive suction power to ensure that unwanted grease and odors are immediately removed from the air during cooking. They are also engineered to create as little noise as possible, a boon to many kitchens.

Electrolux’s range of smart ovens takes away the hassles of baking. Its ultra fan ovens offer improved heat circulation and even temperatures within to ensure even cooking. The ovens have large glass windows to give homemakers a chance to see clearly the progress of cooking. They are also children-friendly – a special technology keeps the oven doors cool to the touch, making sure that both parents and kids do not accidentally burn themselves when working. With their patented pyrolytic auto-clean system, cleaning the ovens is a breeze.

Those who see microwave ovens as simple heating instruments will appreciate Electrolux’s line of microwave ovens. The firm has taken the guesswork out of programming these ovens by offering one-touch cooking, as well as a wide turntable for better and quicker cooking.

Its line of refrigerators also offers superior technology and reliability for fresh, tasty food. Electrolux’s refrigerators have adjustable cooling and humidity controls to optimize moisture levels inside. Its direct-cool system, a technology that is designed to cool steadily, evenly and consistently, assures a constant temperature even in the farthest corners of the ref. Large storage compartments and shelves also offer homemakers the flexible space they need.

What’s more, all Electrolux refrigerators have a special anti-bacterial coating inside for the ultimate in hygiene to eliminate bacteria and odor, and ensure there is no cross-contamination among stored items. A silver carbon filter effectively traps and eliminates harmful bacteria and odors before they can spread to your stored food products.

Its refrigerators come in one- or two-door options in stylish and contemporary designs.

Electrolux’s dishwashers make the chore less of a hassle after every meal. Its aqua spray dishwashers are designed to get plates, glasses and cutlery clean every time they are washed, eliminating the need to wash them a second time. They come with an active drying system for thoroughly clean dishes, as well as a special baby-care option to ensure that your baby’s utensils are spotlessly clean and germ-free.

The Electrolux Group is the world’s largest producer of powered appliances for kitchen, cleaning and outdoor use. More than 55 million Electrolux Group products, such as refrigerators, cookers, washing machines, vacuum cleaners, chainsaws, lawn mowers and garden tractors, are sold each year in more than 150 countries around the world. Group sales in 2004 were Swedish Kroner 121 billion and the group counted around 72,000 employees.

Tribble says Electrolux has been in some Southeast Asian countries for the past 30 years. Its range of kitchen appliances holds the markets in Thailand and Indonesia. In Malaysia, its products occupy 60 percent of the total market.

The Electrolux executive says the brand is slowly introducing a multi-category of products in the Philippines to establish the brand as a household name. The firm has a number of products in the Philippine market under different brand names, like White Westinghouse.

"We are using our other brands as a way of introducing Electrolux to local consumers and to transition into the market," he says. "Over time, they will become comfortable with the Electrolux brand, but we will still be keeping some of our other brands."

The Electrolux brand offers premium products and offers products of outstanding value, Tribble explains. Although he admits that its products are premium-priced, "most consumers find it worth the cost. We are not playing a price game. What we offer are products of real value. The prices are accessible, and consumers will feel good about the product they are buying."

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For inquiries on Electrolux’s latest line of kitchen appliances, visit an appliance store near you or call the Electrolux Customer Care Specialists at 829-0801 or its domestic toll-free number at 1-800-1-888-0801.